Visual Identity & Brand System for a skincare brand

SKIN

2023 | Smooth | Graduation Project, Copenhagen Business Academy | Grade: 12 (top grade)

GOAL

To develop a full visual identity and brand system for the sub-brand SKIN – a body care brand under Smooth – including logo, packaging, website and style guide. This was simultaneously my graduation project from the Multimedia Design programme at Copenhagen Business Academy.

PROCESS & TOOLS

The process included persona development, concept ideation and logo design rooted in a specific conceptual decision: merging the female body with the letter ‘S’ as both symbol and form. The color palette was developed to balance science and nature (olive green/monochrome). 3D packaging was modeled in Adobe Dimension with labels from Illustrator. A full style guide was produced for independent internal use. Website and social media content was designed and developed.

Tools: Illustrator, Photoshop, Adobe Dimension, web development (WordPress). Shop (E-commerce), InDesign, Adobe XD, Adobe Express, Adobe Aero.

OUTCOME

A complete brand system: primary and secondary logo, color palette, 3D product mockups, packaging design, campaign visuals, social media templates, website (desktop and mobile), and a hand-off style guide for independent internal use.

REFLECTIONS

SKIN was the project that showed me a strong logo is not about aesthetics alone – it is about an idea. The decision to embed the feminine form into the letter itself gave the identity a depth and a narrative that every subsequent design decision could unfold from. It is still the project that has taught me the most about concept-driven visual identity design.

Right: The final color palette for SKIN combines olive green, derived from yellow, to reflect a blend of science and nature. This choice evokes a laboratory-like environment, aligning with SKIN’s focus on active ingredients. The monochromatic palette enhances brand recognition and works well with diverse content, ensuring a calm and elegant visual identity. The warm green tones make the brand appear less clinical and more inviting, while also giving a sense of growth and renewal.

Left: The concept behind the logo was to play with the female body and combine it with the letter ‘S’ in SKIN. The head was purposely excluded from the body to emphasize the brand’s focus on body care primarily for women. The ‘S’ intertwined with the female body represents the shape of a woman, serving as both a logo mark and a symbol of the brand’s identity. This formed the foundation for the final primary logo, which includes the rest of the letters in the word SKIN. The typeface used was Latienne Pro Regular, with rounded serifs to visually complement the depiction of the female body formed as an ‘S’.

Right: Since the skincare products were still under development, I created a proposal for their packaging. Using Adobe Dimension, I designed 3D models of the products, with labels designed in Illustrator and later transferred to Dimension. The packaging design takes into account the three Personas that were identified during the early stages of the project’s research phase. It aims for simplicity to ensure the logo and product names were standing out. These names are eye-catching and were developed through brainstorming sessions with the company. I recreated the formulas of each product to ensure the 3D models were not empty, making them suitable for use as product images on the website, social media, and in campaign videos.

A user-friendly style guide was developed, allowing the company to continue implementing it independently. Several pages are showcased above.

Images used for marketing, including campaign materials, were sourced from Pexels, while the rest were from the company. There was a focus on finding raw and organic images that showcased skin texture, as well as various body parts such as legs, arms, neck, and shoulders, to indicate that SKIN is a body care brand. Various posters were created for the company, intended for use alongside the launch of the products and the brand